Delicate dance: Targeting biculturals
Advertisers often alienate first- and second-generation Hispanics When we say the word Hispanics, we’re lumping a large, diverse range of people into one very narrow group. Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. One growing subgroup of Hispanics in the U.S. is bicultural Hispanics,...
Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It’s easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped. When advertising is created based on commonly held beliefs about what...
Will Your New Creative Approach Succeed In-Market?
Dramatic shifts in the world of advertising have created even more pressures on copy testing, with advertisers needing more rapid feedback in a fast-moving world, and the expansion of online branded content requiring ever more copy be produced, including copy that is highly customized for specific audience segments.
Super Bowl 50 and ’16 Summer Olympics: Expectations for a Positive ROI?
The hype around Super Bowl 50 advertising began recently as CBS’ Leslie Moonves announced that the cost for a :30 spot will increase to $5 million, up significantly from the $4.5 million 2015 rate. Also this week, NBC Universal announced projections of over $1 billion in ad revenue for the 2016 Summer Olympics. While both events are the highest of high-profile, must-watch sporting events, the opportunities presented to advertisers...
Cord-Cutting, Tipping Points and Advertising
Recent reports confirm that the number of consumers who have decided that they don’t need cable companies anymore has increased dramatically lately….